NCDV has launched a hard-hitting campaign to mark International Day for the Elimination of Violence Against Women.
‘The Big Cover Up’ campaign features a series of partially covered-up billboards, partially hidden films and blocked social media channels to raise awareness of domestic violence. The creative is accompanied by text such as, ‘The garage door fell on me,’ ‘It happened at my Thai boxing class’ or ‘I fell over’ to show the excuses people give to hide abuse.
“What we are exposing is the sheer scale of unreported abuse in England and Wales” says Sharon Bryan, Head of Partnerships at NCDV. “It’s tragic that so many people experiencing domestic abuse don’t feel they can speak out – it means the true scale of the issue is hidden.”
“We at the NCDV want victims and survivors to know that if they are ready to disclose the abuse they are experiencing we can support them with free protective injunctions.
“Domestic abuse overwhelmingly concerns male perpetrators abusing women but ruins many men’s lives too. That’s why we are launching this campaign in London at the start of the UN’s 16 days of activism against gender-based violence.”
Jo Wallace, creative director at Wunderman Thompson, said: “I was shocked and moved to action when I discovered how much abuse goes on without ever being reported. ‘The Big Cover Up’ campaign idea dramatically visualises how the full picture of domestic abuse is literally 80% greater than we’re aware of. It’s ultimately a clever use of media to deliver a hard-hitting message.”
According to the Government’s own figures, less than one-fifth of women experiencing domestic abuse have reported it to the police *(the latest official Crime Survey of England and Wales for the year ending 2018 puts the figure at just 18%). Among male victims even fewer reported it to the police (*In 2021 Mankind put this figure at just 14.7%).
Thank you to WPP-agency Wunderman Thompson for their pro-bono work on ‘The Big Cover Up’ campaign.